Remember those flights in the thick of the pandemic? Yip. Masked to the eyeballs, no refreshments, no aisle strolls, and a lingering dread of every cough two rows away. Long-haul travel became an ordeal — more a test of endurance than an act of commerce.
The COVID-19 pandemic put the global business community into online overdrive, forcing industries to switch to autopilot in virtual spaces. Boardrooms went dark, airports emptied, and Zoom, Teams and Google Meet took off, becoming verbs in their own right. Suddenly, “jumping on a call” replaced “jumping on a flight.” South African corporates, like their global counterparts, taxied straight into the world of virtual everything — pitches, AGMs, negotiations, even product launches.
So, the question looms: Is business travel dead? The short answer is no, but it has taken off in an entirely new direction. What used to be a frequent flurry of flights for routine face-to-face meetings has now soared into a more intentional, strategic and tech-savvy approach to travel. Corporate travel is no longer about sheer volume, it’s about value. The numbers and the industry experts agree: today’s business traveller isn’t flying just for the sake of flying. They’re flying smarter.
According to LIFT Airlines, which courageously took flight in the midst of 2020’s turbulent time, launching operations in December of that year, corporate and business travel has been steadily recovering since the worst of the pandemic — though not quite to its former altitude.
“Corporate and Business Travel has steadily been recovering over the last few years, but is still significantly below pre-COVID levels,” says a key representative from LIFT Airlines. “There have been clear changes in the way businesses operate with remote working and online meetings, which both influence travel requirements. Although some companies are reverting to normal working practices, it will be some time before the travel requirements reach pre-COVID levels. We would agree that an approach of fewer, more strategic trips is being followed,” the representative adds.”
Virtual meetings have significantly reduced business travel, especially as rising costs make alternatives more appealing. However, business travel isn’t obsolete—companies now prioritise trips with clear ROI (Return on Investment), like strategic deals, site visits, and relationship-building conferences. The days of unnecessary fly-in, fly-out meetings are mostly behind us.
Now the line between business and leisure is blurring faster than ever. Enter “bleisure” — the hybrid trend where professionals extend their trips, turning work travel into an opportunity to explore new destinations or swap the office cubicle for a scenic remote setup. It’s a movement Lift Airlines is watching closely, recognising that modern travellers crave flexibility, balance, and experiences that go beyond the boardroom.
According to Lift Airlines, Business and Leisure patterns have shifted significantly post-2021 with flexible work hours and locations becoming an option. This evolution has led to broader, but lower leisure peaks, while also softening and stretching the traditional corporate travel cycle. New Bleisure travel peaks are emerging outside standard holiday periods, as professionals embrace more flexible schedules that allow them to blend work and leisure seamlessly.
This transformation is reshaping route planning and capacity models for airlines. Corporate travel is no longer a predictable Monday-to-Thursday rush —instead, it’s sprinkled throughout the week, interwoven with leisure travellers and remote workers. This means airlines need to be more agile, more responsive, and more intuitive in serving both markets.
As companies sharpen their travel policies, sustainability is increasingly a factor. Business travel, after all, comes with a carbon footprint — and in a world where ESG (Environmental, Social, and Governance) reporting is becoming standard, that footprint matters.
LIFT’s approach prioritises fleet and fuel optimisation. “Our Fleet and Fuel Management Programmes are focused on cost reduction and optimisation, which over the longer term should contribute to ensuring sustainable and affordable air travel,” says the representative.
South African businesses are paying attention. Strategic travel doesn’t just mean fewer trips — it means greener ones. Choosing airlines with sustainability initiatives, offsetting carbon emissions, and planning multi-purpose trips are all part of a modern travel ethos. This shift aligns perfectly with corporate ESG goals, ensuring that business travel remains purposeful, responsible, and forward-thinking.
Global travel data echoes LIFT’s observations. According to the Global Business Travel Association (GBTA), global business travel spending reached $1.03 trillion in 2023 — still below the $1.4 trillion spent in 2019. But it’s projected to fully recover by 2026, albeit in a changed form.
Technology enhances business efficiency, but it can’t replace face-to-face engagement. In-person meetings remain vital for trust-building, strategic deals, and high-stakes decisions.
So no, business travel isn’t dead. It’s just grown up.
It’s more intentional, less wasteful. It’s tempered by budgets, sustainability, carbon concerns and digital alternatives. It’s complemented by bleisure opportunities and driven by strategy over routine.
The pandemic gave us permission to rethink the way we work and travel — and it seems we’ve taken that lesson to heart. The boarding pass still matters, but we’ve learned when to use it wisely.
And let’s be honest: skipping that redeye 5 a.m. flight for a video call in slippers?
That’s progress.